Under Armour: where we stand? where do we go from here?

 

Under Armour: Where Do We Go From Here?

    Under Armour has recently built an incredible campaign incorporating unique new marketing campaigns in recent years. They have switched to focus on sportswear, purchasing phone applications for sports and large segments of the company that enhance their business—the target market in which Under Armour has built their marketing campaigns surrounded by particular niches. Behavioral and Segment strategies were the main concerns for Under Armour. Companies like Adidas and Nike share the most significant part of the market. In the past few years, the market has drastically changed, allowing new companies to come on board and change the game. Under Armour has signed significant athletes to ensure their marketing is being demonstrated around the most significant sports.

  Segments Under Armour has been looking into are the following: The audience and athletes that are being targeted. Most importantly, who will use the service or product? Under Armour went after the prominent athletes offering a deal that they could not deny, the market saturation was a problem between athletes, but the money could not be denied. This goes without saying that Under Armour has not been as successful as other competitors in different areas of the market. Under Armour released an astonishing campaign for the woman "The "I Will What I Want" campaign's success surpassed what Plank had imagined. It produced 5 billion media impressions worldwide and a staggering $35 million in earned media." (Harvard Uni, Jan 15, 2023) As a company focusing money and effort into a specific niche can pay off tremendously, and this is what we witnessed with the "I Will What I Want" campaign that Under Armour released. Widening the gap between competitors was the strategy ensuring that women were the primary target, allowing them to understand that a sportswear company was willing to support the minority when companies implemented a segment. It is crucial to keep in mind the trade-offs that could occur in the future with the market. 

One market that companies are trending towards is inclusive, gender, and sex equality. Companies have been involving themselves more with people's personal decisions and trying to dictate by marketing how people are "Supposed" to feel or look. This is almost like a Pharma commercial, "Take the medicine, and you will look like the person in the commercial, super happy with your life." Inclusivity is one thing but dictating how the person is supposed to feel with their body and sex is harsh, in my opinion. As a company, opportunities are in front of you. Dictating where the money will go is not a problem because you can make hundreds of marketing ads about inclusion while the consumer is likely to be "Body shamed" daily. They want to improve but sincerely have not been able to make an effort. The decision the company decides to take is basically "Make you feel good about yourself" because your clothing will be more expensive, for example, since you are, in this case, scenario "Overweight." In the case of gender and sex is a weird sensor assuming for parents and young men with low self-esteem; I am all about freedom and allowing people to make their own behavioral decision. There are fragile lines when companies try to D-rail or impact those personal life decisions. 

Harvard University. (n.d.). Retrieved January 15, 2023, from https://services.hbsp.harvard.edu/lti/links/content-launch